Guidelines for Developing Tie-dye Occupation Group Competitive Advantages Using a Business Model

Abstract

The objectives of this research were: 1) to examine the context and current situation of the tie-dye occupation groups in the Bang Khayang Subdistrict, Muang District, Pathum Thani Province; 2) to develop products by naming and designing tie-dye products; and 3) to create a business model canvas for the tie-dye occupation group in Bang Khayang Subdistrict, Mueang District, Pathum Thani Province.  Data was gathered from the members of the tie-dye occupation group through participatory qualitative research. The study's conclusions showed that: 1) Community members from the Bang Khayang Subdistrict, Mueang District, Pathum Thani Province joined forces to form the tie-dye occupation group, which they did in order to make money jointly. Starting with the group members' preferences for tie-dye products. Group members have studied and learned by themselves, and a government agency had come in to inform them of the procedures and methods of tie-dying. The design of the product was continuously distributed with a focus on quality and vibrant colors. 2) Product development by naming and branding, the members of the tie-dyeing group shared the name and brand’s characteristics, which made them aware of the need for and significance of the name and brand that would convey the tie-dyeing group occupation, Bang Khayang subdistrict. 3) There were 3 ways to find a way to create a competitive advantage for the tie-dye occupation group with a business model canvas: 1) by creating a difference in quality, 2) by marketing to specific groups of customers, and 3) by sales through online channels.